The distribution of goods pays attention to strategy, and the distribution of goods pays attention to rules. The same tactical method allows different people to adopt different rhythms at different nodes, and the results may be very different.

For a trader in a regional market, he must be familiar with the laws of new product marketing and the logical relationship in the laws, so as to ensure the successful marketing of new products after listing. Deeply grasp the mystery behind third-rate and third-degree marketing, product marketing can be accurate and efficient, and take fewer detours.

Sales promotion = distribution rate * recommendation rate * visit rate * activation rate * promotion rate * customer goodwill

First, the distribution rate.

Distribution pays attention to the distribution rate, that is, the number of terminals that match the product sales, so that the terminals that match the product sales can basically sell the product.

Distribution rate is the sales potential of building products. That is to create a product market atmosphere through the distribution rate and increase the opportunities for products to meet consumers. The fundamental purpose of marketing is to create momentum, and strong marketing will get twice the result with half the effort. Mobile sales need potential energy, and terminal distribution rate determines the relationship between product popularity and potential energy in the market.

Second, the recommendation rate

Recommendation rate, that is, the recommendation quality of the sales terminal. Recommendation rate is the kinetic energy to build products. That is, through the construction of the leader's terminal, give full play to the enthusiasm of its new product recommendation, form a demonstration effect, establish the influence of product consumption and the confidence of other subsequent terminals, and achieve the purpose of promoting the sales of other terminals from point to area. "Leader terminals" refer to those terminals with strong new product recommendation ability, large scale, long operation time and influence on other terminals and consumers.

Therefore, in order to sell new products quickly, we should pursue the recommendation rate as well as the distribution rate. At the initial stage, we should find the leader terminals that can "guide" consumption and "grasp" the price, concentrate resources and rely on the recommendation of these leader terminals to quickly form product sales. Only the efficient combination of potential energy and kinetic energy can form a perfect combination of products.

The new product may sell well because some people are willing to sell it. Solve the problem of will, that is, solve the problem of terminal thrust. The reason why terminals are willing to push new products "hard" is simple: better customer service and higher profits. The board of directors feels valued and has no worries.

A new product basically needs to ensure that the terminal profit is 1.5 times that of the best-selling competing products, in order to fully stimulate the enthusiasm of the terminal. The terminal profit must not be directly reflected in the product price, otherwise it will be sold at a low price, but in the form of channel promotion and integration.

Third, the access rate.

The access rate lies not only in the frequency of access, but also in the quality and effect of access. It is unproductive work to talk only about quantity but not quality, and it is at manufacturing cost rather than creating value.

The main value of the terminal visit is to clarify the purpose of the visit and what kind of effect should be achieved (for example, the display position of the product has changed from a bad position to a good position, the customer has never approved the product to an approved product, and the customer has changed from just showing the product to starting to promote the product, etc.). ), what kind of problems should be found (the product can't be sold because the consumer group in this store doesn't match the product, or the product sales information is not conveyed in place, or the customer doesn't try to promote our product, and so on. ), and what kind of problems to solve (pre-customer requirements). Help customers build confidence in selling this product through on-site promotion; In the last period, the customer refused to allow the terminal advertising space, but during this period, he agreed to wait.

Terminal visit work must not be a mere formality, only quantity and process, and the result is useless. The guiding process of enterprises is only the standard and steps of work, and the depth and value of the work that business personnel have to do is the work that helps to sell products.

Fourth, the degree of activation

The degree of activation is mainly to create an atmosphere of product marketing, induce consumers and change their acceptance psychology.

The degree of activation comes from four levels: first, product display; Second, the pile head display; Third, the material atmosphere; Fourth, the city is activated.

1, product display:

The advantages and disadvantages of product display are mainly reflected in three aspects. First, the products on display must strengthen the display effect and value of leading core products, such as the tribute edition, five-year edition and eight-year edition of Gu Jing vintage puree, which surpass the 16 and 20-year editions of the same category in both quantity and location; Second, the display number of core stores is generally 3*4 or 3*5 (variety number * product number), and ordinary stores are 3*2 or 3*3. For large-scale display, a larger number of displays or counter displays are guaranteed through independent agreements, and the best display surface is required to be no less than 24 bottles; Third, according to the product grade, the display mode is from top to bottom on the container or shelf, or in a row, with the highest-priced product in the middle and other products in turn, and the display surface must have a price tag.

2. Stack display

At any time, selling goods is a more efficient way to display products. Generally, at least 10 pieces of wine should be displayed in the store, supplemented by standardized material display, such as large L display board, handbag display, whole box stickers and so on.

3. Terminal atmosphere

Whether it's the wall painting atmosphere inside or outside the store, the production of cabinet eyebrows in the store, or the vivid use of materials, such as posters, price tags, plastic paintings, or banners, we must surpass our competitors to have a chance. If you can't surpass your opponent in quantity and form in the creation of terminal atmosphere, you must make an atmosphere to the extreme and strongly attract consumers' eyes and minds.

4. Urban activation

City activation is to implant product advertisements in consumers' lives, which can be seen everywhere. Common TV, newspapers, radio, outdoor, anti-aircraft guns, doors, walls, etc. If the advertising cost of an enterprise is relatively insufficient, it is necessary to choose a certain form to exert the greatest influence and effect with the least resources. For example, if you choose a certain area and a certain street, you can concentrate on making only the door advertisement of spray painting, or only the wall advertisement of spray painting, so as to create a model area and a model street.

Verb (abbreviation of verb) promotion degree

Public relations and promotion are indispensable core components of liquor marketing. It is formulated to help nuclear terminals seize the core consumer groups and places, promote the sales of new products through the combination of promotion, experience and tasting, and let consumers accept products quickly.

Generally speaking, in 1 year, we should carry out four-wave channel promotion activities and multi-frequency consumption promotion activities in a planned way, so that terminals and consumers can feel the touch of this product, help terminal sales, establish terminal sales confidence and stimulate the enthusiasm of terminals and consumers.

1. Channel promotion: For liquor industry, at least four channel promotion activities should be carried out in 1 year, including 1 time in early March (promotion before off-season), 1 time in late April (May Day wedding peak) and 1 time in July (thank you banquet). As for the form of activities, it must be flexible, such as purchasing physical prizes, purchasing tourist prizes, displaying prizes, purchasing lottery prizes, and selling prizes cumulatively. , but we must grasp the time node, and then we must end and launch the next wave of activities. The cycle time of the same activity shall not be delayed.

2. Consumption promotion: not only the scratch prize of the product itself, but also the buying and giving activities, tasting experience and lottery for the terminal. If you buy, you can participate in throwing golden eggs, walking into the community/buying, and you can participate in other entertainment activities and public relations gifts for core consumers.

3. Promotion in core stores: select outlets with large traffic and strong radiation, cooperate with the sales terminals of this product, especially the catering terminals, and carry out a series of consumption promotion activities in the store in combination with the terminals, so as to fully disseminate the promotion information, such as buying big and getting small, buying two and getting one free, buying wine for food, delivering wine for meals, delivering wine at limited time, delivering wine at limited tables (delivering wine at the first few tables), and lottery activities.

4. Promotion in the core area: For areas or blocks where terminal outlets are relatively concentrated and target consumers are relatively large, such as low-end liquor in food stalls, centralized sales personnel, promotion personnel and marketing personnel will continue to circulate consumption promotion activities in this area until the target consumers in this area can order this product themselves when consuming wine at this price. If this activity lasts for about 20 days, the effect is still remarkable, and it is basically possible to move the location or area and develop the second model area.

5. Public relations of core consumer leaders: A number of opinion leaders have been established when resources permit. Consumers have also formed a preliminary impression on the products through trial use, allowing opinion leaders to influence ordinary consumers and expand market sales. We can use public relations activities such as sending wine to opinion consumption leaders to continuously expand core consumer groups, help terminal sales and create a marketing atmosphere.

In all consumption activities, there is no faster, more cost-effective and faster way to start the market than sending wine to consumers, but the average enterprise would rather spend it slowly than do it, and actually invest more.

Generally speaking, if a terminal can return goods more than three times in a short period of time, your product will easily become its main product, and it is also easy for him to promote it, because the terminal has mastered the trick of promoting your product. If a consumer can consume your product more than three times in a short time, then he has successfully accepted the selling points of your product, such as quality and taste.

Sixth, the degree of customer sentiment.

The establishment of channel customer sentiment is not a question of visits, but a question of bringing practical value to end customers, which is mainly manifested in two aspects. First, on the material level, there are additional support problems beyond the conventional channels of purchase and promotion, such as giving away wine, small gifts, consumer tasting and even the support of promoters; Second, from the spiritual level, such as caring for and attaching importance to customers, sharing the same hobbies or languages with customers, every visit can bring constructive guidance and suggestions to customers, not necessarily about this product, but about the business or life of key customers. Efficient customer service comes not only from the amount of material benefits, but from the depth of the value that customers think you exist.